Dreams to Legacy.
Royalty × Mall of America (Retail Film + Launch Campaign)
Royalty was opening its first flagship store inside the Mall of America—one of the most trafficked retail spaces in the world. But they didn’t just want to announce it. They wanted to create an experience that felt premium, emotional, and unmistakably on-brand the moment someone walked in.
Tale was brought in to craft that experience through story.
We developed a hero film that celebrated the brand’s identity and evolution—featuring Royalty’s athlete ambassadors across basketball, lifting, and track. The production was executed in a single day with a lean, nimble crew.
But the real innovation was how the campaign was used:
100-inch screens and stacked displays play the film on a continuous loop inside the store
Every visitor is greeted with cinematic visuals that define the tone, aesthetic, and emotional gravity of the brand
Content doubles as advertising and environmental design—turning passive foot traffic into active brand immersion
Deliverables:
1 Hero Film (60–90 sec)
3 Short-Form Cutdowns
15 Editorial Photos
Format-optimized in-store video assets
The campaign earned 16.4K+ organic views at launch, but more importantly, it became an always-on brand engine inside the store itself. Every day, every visitor encounters the film—building connection before a single conversation or purchase.
It elevated the in-store experience, set the emotional tone for the brand, and gave Royalty a tool to convert foot traffic into long-term affinity.
Next projects.
(2016-25©)
